1. © 2008 Thomson, a part of the Thomson Corporation. Thomson, the Star logo, and Atomic Dog are trademarks used herein under license. All rights reserved.

2. INTERNET MARKETING : INTEGRATING ONLINE AND OFFLINE STRATEGIES Chapter 7 Customer Acquisition: Search, Email & Other Chapter 6 Customer Acquisition: Branding and Advertising Based on

3. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 3 CUSTOMER ACQUISITION TECHNIQUES Digital out-of-home Real world and virtual

4. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 4 Search Engine Usage Varies by Product Although overall search engine usage by online shoppers is high, it varies greatly depending on what type of product is being bought. For example, apparel shoppers are the least likely to use search engines. Only 12% of apparel shoppers stated that they used a search engine for their last online purchase. http://www.marketingcharts.com/interactive/online-shoppers-rely-on-search-engines-12056/ PURCHASERS RELY ON SEARCH

5. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 5 MARKETERS TURNING TO SEARCH MARCH 31, 2010

6. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 6 BING IS THE NEW PLAYER http://www.discoverbing.com/tour/

7. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 7 SEARCH ENGINE SOM http://www.marketingcharts.com/direct/americans- conduct-more-core-searches-in-march- 12578/?utm_campaign=newsletter&utm_source=m c&utm_medium=textlink

8. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 8 SEARCH ENGINE CTR Dec 7, 2009 http://chitika.com/research/2009/update-months-later-bing-users-still-ad-crazy/

9. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 9 WHAT’S WORKING http://www.marketingsherpa.com/article.php?ident=31591#

10. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 10 WORLD OF SEARCH – BROADER THAN SEARCH ENGINES Pay per click Mobile

11. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 11 ITEMS THAT AFFECT RANKINGS IMPACT DEPENDS ON ALGORIGHM OF SPECIFIC ENGINE Keyword Density (location, frequency and relevance) HTML Title Tag Content  Quality and Relevance Links (quality) Number of Click-Throughs Bing Seems to Be Including Domain Age Webmaster Pages https://www.google.com/webmasters/tools/home?hl=en

12. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 12 SEARCH ENGINE MARKETING (SEM) Search Engine Optimization (SEO)  Improving Ranking on Organic/Natural Search Pay per Click (PPC) or Impression)  Paid Text Advertising on Search and Content Pages

13. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 13 ORGANIC RANK NEGATIVES Flash Entry Pages  Search Engine Spiders Can’t Read Them Dynamic ( database driven ) Pages Frames (separate scrollable windows on a page) No Site Map  Spiders Use them to Navigate the Site Irrelevant/Poor Quality  Keywords and Links ( may include purchased) Attempts to Trick Search Engines  Hiding Keywords with White-on-White Text  Create Irrelevant Pages Just for the Spiders  And Others That Can Result in Exclusion

14. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 14 PAY PER CLICK Set Up Account With Search Engine Select Keywords/Submit Bids Write Text Ad Provide URL Publish Ad Monitor Reports  Use to Improve Current Campaign, Plan Future Campaigns, Develop Landing Pages See Google AdWords, Yahoo! Sponsored Search and others

15. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 15 TEXT, IMAGE, DISPLAY, MOBILE

16. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 16 KEYWORD BIDDING https://adwords.google.com/select/KeywordToolExternal Many Other Tools Wordtracker KeywordSpy etc.

17. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 17 AFFORDABLE KEYWORDS The highest-priced keyword in the United States last month sold on Google for $99.44 per click, according to the AdGooroo Search Engine Advertising Update: Q309. The report released Wednesday pegs Mesothelioma as the highest-selling keyword in September. The same word sold on Yahoo in the No. 1 spot for $60.68 per click. The phrase "auto insurance comparison" took top honors on Bing, bringing in $55.20 per click. http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=115431 October 14, 2009

18. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 18 OTHER TYPES OF SEARCH Desktop Local Vertical Personalized Social Media Platforms and Growing!

19. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 19 INTEGRATION MATTERS! “Every day consumers express their intent via search. Now, we better understand how that intent is established via social media and the interplay between the channels,” said Chris Copeland, CEO of GroupM Search—The Americas, in a statement. The Synergy of Search and Social Media eMarketer, OCTOBER 15, 2009

20. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 20 Sponsored search links also appealed to younger and higher-income targets, with 23% of 25- to 34-year-olds saying they were very likely to act on such ads compared with 11% of respondents overall. Banner ads and e-mail offers appealed most to the 18-to-34 age group, as well as Hispanics and African- Americans. APRIL 6, 2010 INTERNET USERS RESPOND TO ADS

21. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 21 IAB SETS GUIDELINES, PROVIDES INFO http://www.iab.net/iab_products_and_industry_services/508676/508767

22. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 22 SIZE AND PLACEMENT MATTER http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=112645

23. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 23 AD SERVING The delivery of ads by a server to an end user's computer on which the ads are then displayed by a browser and/or cached. Ad serving is normally performed either by a Web publisher, or by a third-party ad server. Ads can be embedded in the page or served separately. http://www.iab.net/resources/glossary_a.asp

24. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 24 AD TARGETING Contextual Advertising Ads Served Based on Content— Keywords, Titles, URL Behavioral Advertising Use Anonymous Data to Serve Ads Based on Behavior– Websites Visited, Search Keywords, Products Purchased, etc. Many Nets, see http://www.imediaconnection.com/resourceconnection/adnetwork.asp

25. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 25 ADS ON SOCIAL NETWORKS

26. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 26 3 rd PARTY & PROPRIETARY NETWORKS http://www.glammedia.com/advertisers/http://www.glammedia.com/advertisers/, http://tinker.com/http://tinker.com/ http://www.doubleclick.com/products/dfa/benefits.aspx

27. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 27 AUTOMATED BIDDING (PRICE INFO)

28. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 28 BE WARY OF CTRs http://blogs.zdnet.com/BTL/?p=25275

29. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 29 NOT CLICKS - CONVERSIONS ! http://www.marketingcharts.com/interactive/display-clickers-take-big-nosedive-drop-by-50-10635/#more-10635

30. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 30 THE GOAL IS TO ACQUIRE NEW FOLLOWERS THAT CAN BE MONETIZED OVER TIME IN SOCIAL, ONLINE OR OFFLINE MEDIA.

31. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 31 QUICK WRAP-UP

32. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 32 MOST UNDERAPPRECIATED ISSUE - I Social Media Networks Allow Identification of  Groups/Segments  Niches  Specialists  Influentials For Direct, Personalized Targeting  Based on Your Objectives & Target Audience

33. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 33 MOST UNDERAPPRECIATED ISSUE-II Marketing Research Plays a MINIMAL ROLE in This Type of Targeting. Marketing/Social Media BEHAVIORS Are Key to Successful Segmentation.

34. Internet Marketing: Integrating Online and Offline StrategiesCopyright 2008 Atomic Dog/Thomson Publishing 34 TOP 10 SMM MYTHS 1.It’s Easy. 2.It’s Free. 3.It’s About Technology. 4.Social Media Can Replace Other Channels. 5.Social Media Reaches Mass Audiences. 6.Marketers Can Talk About Their Products. 7.All Internet Users Will Participate. 8.Management Will Understand the Potential. 9.We’ll See Results Right Away. 10. We’ll Put It Up and It Will Take Care of Itself.